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User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
Unica Campaign reports overview
Unica Campaign provides reports to aid in campaign and offer management.
Analyzing the quality of your flowchart selections
As you create a Unica Campaign flowchart, you can use flowchart cell reports to analyze the accuracy of each process. Flowchart cell reports provide information about which IDs are selected and how each downstream process affects the list of selections.
Analyzing cell waterfall in downstream processes (Cell Waterfall report)
Use the Cell Waterfall report to see how many individuals are removed with each downstream process in your flowchart. The report provides information about the output of each data manipulation process, so you can see how each subsequent process affects your selections. You can then refine target counts based on viewing the falloff that is incurred by each successive criteria.
Cell Waterfall report example
This example shows how you can use a Cell Waterfall report to identify processes that affect output volume. The report provides details about the output by percentage and quantity.

User Guide
Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
- Unica Campaign overview
  Unica Campaign is a web-based solution that enables you to design, run, and analyze direct marketing campaigns.
- Creating and managing campaigns
  One of the first things you do in Unica Campaign is to create a marketing campaign to identify your objective. Each campaign is defined by its business objective, initiative, and effective date range. A campaign always consists of at least one flowchart, where you select recipients and assign offers. You can create, view, edit, delete, and perform similar operations on marketing campaigns.
- Designing flowcharts
  Unica Campaign flowcharts define the campaign logic. Each campaign consists of at least one flowchart. A flowchart performs a sequence of actions on data that is stored in your customer databases or flat files.
- Flowchart management
  Unica Campaign flowcharts define the campaign logic. Each flowchart in a campaign performs a sequence of actions on data that is stored in your customer databases or flat files.
- Send Time Optimization
  Send time optimization calculates the best time to contact the target customer via various channels based on past interactions.
- Offer management
  Offers are specific marketing communications that you send to particular groups of people, using one or more channels. Each offer is based on an offer template that a Unica Campaign administrator defines.
- Target cell management
  A cell is a group of people that you want to target, such as high value customers. A target cell is a cell that has an offer assigned to it.
- Contact history
  Unica Campaign maintains contact history to record information about offers that are sent to contacts. History is also recorded about control cells, to identify customers who are purposely not sent the offer.
- Unica Campaign response tracking
  Use the Response process in a flowchart to track the actions that occur after a campaign. When you run the Response process, data is recorded in the response history tables and is available for the Unica Campaign performance reports.
- Stored objects
  If there are campaign components that you use frequently, you can save them as stored objects. Reusing stored objects across flowcharts and campaigns saves time and ensures consistency.
- Session flowcharts
  Sessions provide a way to create persistent, global "data artifacts" for use in all campaigns. Each session contains one or more flowcharts. Running a session flowchart makes the outcome of the session (the data artifacts) available globally to all campaigns.
- Unica Campaign reports overview
  Unica Campaign provides reports to aid in campaign and offer management.
  - Analyzing the quality of your flowchart selections
    As you create a Unica Campaign flowchart, you can use flowchart cell reports to analyze the accuracy of each process. Flowchart cell reports provide information about which IDs are selected and how each downstream process affects the list of selections.
    - Displaying information about all cells in a flowchart (Cell List report)
      Use the Cell List report to obtain information about all of the cells that are in the current flowchart. The report provides information about any processes that were run.
    - Profiling one characteristic of a cell (Cell Variable Profile report)
      Use the Cell Variable Profile report to display data that is associated with one variable of a specified cell. For example, you can select the Gold.out cell and specify Age as the variable to see the age range of all clients with gold credit cards.
    - Profiling two characteristics of a cell simultaneously (Cell Variable Crosstab report)
      Use the Cell Variable Crosstab report to profile data from two fields simultaneously for the specified cell. For example, you can select Age and Amount for the Gold.out cell to see the relative amount of purchases by age for clients with gold credit cards.
    - Displaying the contents of cells (Cell Content report)
      Use the Cell Content report to display details of the records in a cell. Using the report options, you can display actual field values, such as the email addresses, phone numbers, and other demographic data for each customer in the cell.
    - Analyzing cell waterfall in downstream processes (Cell Waterfall report)
      Use the Cell Waterfall report to see how many individuals are removed with each downstream process in your flowchart. The report provides information about the output of each data manipulation process, so you can see how each subsequent process affects your selections. You can then refine target counts based on viewing the falloff that is incurred by each successive criteria.
      - Cell Waterfall report example
        This example shows how you can use a Cell Waterfall report to identify processes that affect output volume. The report provides details about the output by percentage and quantity.
    - Printing or exporting flowchart cell reports
      You can print any flowchart cell report or export it to another format.
  - Using reports to analyze campaigns and offers
    Unica Campaign provides reports to help you analyze information about your campaigns and offers. Some reports can be run during campaign development as part of your planning process. Other reports show campaign results, so you can analyze and fine-tune your offers and campaign strategy.
  - List of Unica Campaign reports
    Unica Campaign reports are intended to help you design effective marketing campaigns and analyze campaign results.
  - Performance reports for Unica Campaign
    Performance reports are provided with the Unica Campaign Reports Pack. The performance reports are example reports that you can modify to analyze contact and response data across one or more campaigns, offers, cells, or segments.
  - IBM Cognos report portlets for Unica Campaign
    The Unica Insights or IBM® Cognos® report portlets are provided with the Unica Campaign reports package. Use the report portlets to analyze response rates and campaign effectiveness.
  - Unica Campaign list portlets
    The standard Unica Campaign list portlets are available for use on dashboards even if the reports package for Unica Campaign is not installed.
  - Sending reports by email
    If your SMTP server is configured to work with Cognos®, you can email a report directly from Unica Campaign.
  - Re-running reports
- Special characters in Unica Campaign object names
  Some special characters are not supported in any Unica Campaign object names. In addition, some objects have specific naming restrictions.
- Packaging flowchart files for troubleshooting
  If you need help from HCL to troubleshoot a flowchart, you can automatically collect relevant data to send to the Technical Support.

Cell Waterfall report example

This example shows how you can use a Cell Waterfall report to identify processes that affect output volume. The report provides details about the output by percentage and quantity.

This example analyzes the output from a Select process named "Gold" in the campaign flowchart shown below.

Example flowchart

The Cell Waterfall report for this flowchart is shown in the following figure. The Gold cell is selected in the Cell list at the top of the report. Therefore, the report analyzes the output from the "Gold" Select process. The Path list is not relevant in this example because the Gold cell has only one path in this flowchart (from Gold to Eligible). If the Gold process box provided output to other processes in the flowchart, you could use the Path list to look at other sequences.
Screen capture of a Cell Waterfall report

Screen capture of a Cell Waterfall report

Each cell is identified by its output cell name, plus a [process name] shown in square brackets. These names were assigned on the General tab of the process configuration dialog.

This example report shows the following progression:

The IDs in the Gold cell are passed to a Merge process named Eligible.
You can see that some IDs were added and some were removed.
By looking at the flowchart, you can see that the Platinum (Select) process added some IDs and the Opt Outs (Select) process removed some IDs.
The Eligible IDs (Gold and Platinum, minus Opt-Outs) are passed to a Segment process named Value Tiers.
The Segment process divides the Eligible IDs into multiple contact channels.

The Total row shows how many IDs the Gold process originally selected. This row also shows the number and percentage of Gold IDs that remain.

Sankey Flowchart

Click on the Sankey button to see the whole flowchart waterfall model. This flowchart will display details of all the process box. Hover on each process box to view details like PB name, Size, Percent remain, Num removed and Removal Query.

Note: When you export data to extract table in snapshot process box, it will be available in sanky flowchart.

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